Telling Your Story WHY PRINTED BROCHURES ARE RELEVANT IN AN ELECTRONIC AGE As important as electronic media have become, there's still a lot of value in a printed brochure. "People look at our brochure and they instantly get all kinds of things that would have taken half an hour to convey without it," says Will Bakewell, president of Visionary Solutions, Inc. "We went into this project needing a way to crystallize what we have and explain it clearly and concisely." To accomplish this goal, a brochure must be: Highly focused. "It's like that two-minute elevator speech...." Strategic. "I like to keep my options open...but without being very specific about what we have, I can't reach anyone." Highly visual. You have to capture busy people's attention. Original. It must differentiate your company or product. Read more about the art of creating an effective brochure in Telling Your Story from Sound & Video Contractor.